8legs: Lay's

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Lay’s uses WhatsApp to create a group chat for World Cup fans

Lay’s launches a World Cup watch party on WhatsApp Channels to reach global fans and gather first-party data.
The WhatsApp channel is a one-way broadcast, open to all but limited to likes and shares, with guides and quizzes for engagement.
Lay’s emphasizes first-party data to understand flavor preferences and team affinity for better sports marketing integration.
Industry observers note live sports remain a high-value advertising area despite market saturation.
Executives see sports marketing shifting from sponsorships to participatory activations inside fan culture.
Lay’s aims to convert fan moments into broader brand relationships beyond broadcast.
The campaign leverages celebrity participation to drive engagement within the World Cup chat.
Lay’s built on DiS continuation of events from Super Bowl to World Cup under its campaign.
The initiative positions WhatsApp as a fan-engagement and data-gathering channel beyond traditional ads.
Analysts say brands will increasingly participate in fan culture rather than merely sponsor events.

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